⚡ Focus: Enterprise SaaS · Travel & Hospitality · Responsive Web & Mobile
🛠 Services: UI · UX · CX · User Research
🎯 Impact: Optimized booking and reservations, established a unified Figma design system, and led creative direction for integrating two acquisitions into a single streamlined platform. Solidified HGV’s position as an industry leader while mentoring a design team, running scrums, and building protocols for seamless design-to-development handoffs.
📌 Project: Hilton Grand Vacations – Unified Booking Platform
👤 Role: Principal Product Designer · Super IC · Scrum Master · Vendor Liaison
🏢 Company: Hilton Grand Vacations (Global timeshare vacation ownership)
📆 Timeline: Apr 2023 – Jul 2025
Hilton Grand Vacations’ booking platform hadn’t been meaningfully updated in nearly a decade. Owners were navigating a patchwork of legacy systems — including two acquisitions — resulting in fragmented booking flows, conflicting ownership rules, and an outdated CMS that couldn’t scale. The lack of a unified design system and minimal upfront requirements created ambiguity for both members and engineering teams, while mobile responsiveness and accessibility compliance were entirely absent.
🔀 Fragmentation Across Acquisitions — Legacy booking systems and acquisitions created conflicting inventory logic, inconsistent availability views, and variable ownership models across 40+ account types.
💳 Payments & Transactions — HOA dues, loan flows, and international payments lacked consistency, while reservation steps were overly complex, leading to drop-offs.
👥 Permissions & Access — Conflicting visibility rules across user types and tiers required a scalable, permission-based design framework.
🔎 Search & Usability — Resort discovery was unintuitive, points balances were hidden, and click-heavy flows caused frustration and frequent support calls.
📱 Scalability & Responsiveness — No mobile-responsive platform existed; Contentful templates had to scale 50K+ resort pages while meeting accessibility and compliance standards.
Left Side - Legacy Site
Right Side - New Site
To align with Hilton’s brand, I designed an airy, tile-based interface with a modular system that allows for easy updates and long-term flexibility. By breaking content into smaller, digestible chunks, the experience became calmer and more approachable for an older audience, while the backend carried the complexity — enabling members to complete tasks with less friction.
Interviews revealed that most owners were already Hilton Honors members, familiar with Hilton’s app and booking site. This gave me a strong baseline to introduce modern design updates without disrupting user trust. By aligning with familiar interaction patterns while refining the visual system, I was able to push the brand identity forward—making the platform feel both fresh and intuitive.
Owners often struggled to understand their points balance, usage, and conversions, leading to frustration and frequent support calls. I solved this by surfacing point totals clearly by year, adding sorting tools for activity, and introducing prominent action buttons for usage, exchange, and purchase. These changes improved task completion rates and reduced call center inquiries, while making the points system far more engaging and transparent.
The mobile experience starts by highlighting resorts and destinations, designed to mirror the familiar look and feel of Hilton.com. I used generous spacing around imagery and text to create a warm, inviting atmosphere that feels consistent with Hilton’s brand while tailored to timeshare owners.
Personalization was a key pillar of the redesign. The mobile dashboard leverages machine learning to adapt to each user’s needs, using modular tiles and tailored browsing options to surface the most relevant content and actions.
The redesigned booking platform replaced outdated, fragmented flows with a clean, vertical-scrolling experience across desktop, tablet, and mobile. By restructuring layouts to reduce cognitive burden and surfacing key actions like reservations, profiles, and benefits, owners could navigate with ease on any device. These changes not only reduced support calls and increased booking completion rates, but also introduced Hilton’s first cross-platform design system, ensuring brand consistency and scalability across 8+ digital products.
📉 Reduced Support Calls — Simplified layouts, surfaced ownership features, and streamlined point usage led to fewer customer care escalations.
✅ Higher Reservation Completion — Restructured booking flows and clearer navigation improved task completion rates across devices.
♿ Accessibility Compliance — Redesigned the platform to meet WCAG/ADA standards, reducing legal and financial risk.
🔗 Unified Ownership Experience — Consolidated 40+ ownership types into a single, role-based design system with permission-aware visibility.
🧩 Scalable Design System — Delivered a 1,000+ frame Figma ecosystem powering 8+ Hilton digital products.
📱 Cross-Platform Responsiveness — Migrated 4 acquisitions into one cohesive design, optimized for desktop, tablet, and mobile.
